When it comes to selling your home, every seller wants top dollar—and rightly so. But beware of agents who promise the world with sky-high listing prices that sound too good to be true. In the real estate world, this tactic is known as “buying the listing,” and it’s something every seller should understand and avoid.
What Does “Buying the Listing” Mean?
“Buying the listing” is a practice where a real estate agent tells a homeowner they can sell their home for a much higher price than market data supports. The goal? To secure the listing agreement. Once the property sits on the market without offers, the agent gradually convinces the seller to lower the price—often to where it should have been in the first place.
This approach is not only misleading, but it can also waste your time, cost you money, and create frustration.
Why It Hurts Sellers
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Lost Time – The first few weeks of a listing are critical. If your home is overpriced, it may not attract serious buyers. By the time the price is reduced, the listing has already gone stale.
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Pricing Stigma – Properties with multiple price reductions can raise red flags. Buyers might assume something is wrong with the home or believe you’re desperate to sell.
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Carrying Costs Add Up – Every extra month your home sits unsold means more mortgage payments, insurance, taxes, and maintenance. These costs add up quickly and can easily surpass any extra money you hoped to get from an inflated price.
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Undermines Trust – An agent who starts your relationship with false promises may not have your best interests at heart. You want an advisor, not a salesperson.
How to Protect Yourself
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Interview Multiple Agents – Get two or three opinions and ask for supporting market data behind their suggested price.
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Ask for a Comparative Market Analysis (CMA) – A good agent will provide a detailed report of recently sold homes that are similar to yours.
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Don’t Choose Based on Price – Choose the agent who presents a realistic strategy, strong marketing plan, and solid track record—not just the highest number.
A great real estate agent is honest, data-driven, and focused on your long-term success—not just on landing your listing.